New strategy launched for apple industry

English Apples & Pears (EAP) has unveiled a new strategy that it hopes will see the UK top fruit sector fulfil its potential over the next twelve years.

The Great British Apples strategy, which is presented in a video on the EAP website, includes a target to increase production and boost the market share of the UK crop from its current level of 42 per cent to 60 per cent by 2030.

EAP chair Ali Capper says in the film, “In our opinion there’s a massive opportunity for growth. With the right support from both government and retail there’s an opportunity to grow market share to 60 per cent by 2030. Everyone at English Apples & Pears is up for the challenge.”

Among the areas that the strategy wants to see improved are immigration policy, technology, investment in what consumers want, and telling the story of UK apples. “Our first priority is to work with the government to secure the immigration policies that our sector needs,” Capper said.

Speaking to journalist Fred Searle at the FPJ Live event in Coventry last week, Capper agreed that it was “quite a punchy” target, adding: “It doesn’t get more long term than planning orchards, and that long term nature means that we need a good relationship with retailers.”